Why Exhibition Stands Make Great Marketing Tools
Topics: Exhibition Stands, exhibition designers, stand contractors
Marketing is all about promoting a product to the right audience, in the right way. There is absolutely no point spending marketing budget on the promotion of a product to people who are never going to buy that product, such as targeting children’s toys at teenagers, prestigious cars at first time buyers or mortgage deals to people who aren’t on the property ladder. The key to successful marketing is to make sure the right people are informed of the right products, and one of the greatest ways to do this is through the use of exhibition stands. If coordinated correctly, they can help to promote your business to thousands of potential customers at exhibitions and fairs, distributing your brand and increasing sales and potential leads.
Exhibitions attract many different kinds of people that can help make your product, or company a success. As a result, it is important to make the most of all exhibition stands connected to your business, from large scale productions to smaller roller stands. Their purpose is to attract the initial attention of the potential customer. Once gained, it’s over to you to convince them that you could do business for them.
To do this, you should treat every visitor to your stand as a potential customer and therefore give them your full attention. If you were the consumer approaching your exhibition stand and were greeted by someone who didn’t seem to care if you were there or not, would you really want to give them your business? Of course you wouldn’t. Therefore, it’s important to always be polite and treat all visitors as you would expect to be treated.
The main purpose of your stand is to get the attention of passerby’s and transform their passing interest into a successful sale of your product. Therefore you should always assume that the customer is always right. Anyone visiting your stand should be given respect and attention. Showing disrespect or ignoring them will not yield the results you desire. You may think that your product is only applicable to a certain market however you shouldn’t ignore the interest of people who may fall outside that category.
It could open up new avenues for your business and allow you to start marketing to new networks of customers.
Bearing this in mind, it’s also important to adjust your sales pitch to each customer accordingly. For example, if you are selling textbooks, do not spend ten minutes trying to sell a Biology textbook to a Physics teacher, just because it’s a new bestseller. It’s essential to market the right products to the right people. You just need to be flexible and adjust to the different requirements.
Time limits are also important when planning your schedules for an exhibition. If you are planning on arranging meetings, you will need to arrange allocated slots for different customers. Ensuring you keep to these appointment times will be essential. If you run over by an hour and keep a customer waiting, it won’t reflect well on your business ethic. You will need to consider this when designing your exhibition stands, and if you need meeting tables and extra meeting space, then this will need to be arranged at the planning stage.
In the age of the internet, busy exhibitors may just spend just a few minutes with each customer to gauge a basic understanding of their requirements and asks them to fill in a customer details form, so they can they follow up the lead by email after the event. Some company’s even take a Polaroid camera to the exhibitions and take a snap of the customers to pin with their customer forms, to help recognise each customer when they refer back later on. Whatever works for you, however it’s important if you say you will follow up with customers that you do, with every single potential customer.
It’s important that exhibition stands look the part and play the part. They need to be attractive to grab attention; however they also need to practical in order to hold that attention. There should be enough space available and all the appropriate products being promoted should be available to view. If this isn’t possible, you should be able to refer to catalogues or DVD’s of your products. Everyone likes to visualise a product, before they buy it.
Dominic Donaldson is an expert in Marketing
Find out more about Exhibition Stands at www.connectionsexhibitions.co.uk
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